Lately I’ve been riding the bus to work, trying to save on gas. A fringe benefit is that I can listen to podcasts on my MP3 player.

Many B-to-B marketers (including some of our clients) are using podcasts to reach specific audiences who want to be informed. It’s a great tool for companies to establish thought leadership. However, you should avoid the temptation to record a blatant product pitch or “audio brochure.” Instead, content should meet the audience expectation that they’ll learn something new.

Your podcast needs to be educational and entertaining. The sales pitch can come later, when the listener chooses to take the next step and request more information (maybe even in exchange for their e-mail address).

First and foremost, a podcast should deliver useful information. After establishing that reputation, then you can work in subtle sales material or calls to action. For example, mentioning a website where listeners can download more information such as an in-depth technical paper, or having a third-party expert mention your product as an example in a testimonial. These are methods of soft selling with little risk of losing your listener.

Think about your own perceptions when you listen to the radio – are you bothered by advertisements that seem deliberately placed in the program?

In podcasting, there are many ways to attract listeners. Your goal should be to engage your audience and keep them coming back. Don’t betray their trust by hitting them with a sales pitch.

Tips for Successful Podcasting…

1. Don’t stop after one or two episodes. Make a commitment to offer a series that listeners can count on for regular updates.
2. Provide good content – fresh and educational, not “salesy.”
3. Make it easy for listeners to subscribe and download or listen to each episode.
4. Cross-promote your podcast using other tactics to build an audience.